Research indicates that people across Asia trust ‘earned’ forms of marketing and communications more than in other parts of the world, notably personal recommendations, online reviews and mainstream media articles.

Image

Why?

  • Culture. Asian societies continue to place a greater emphasis on respect for and loyalty to authority, specifically family elders and members, governmental and business leaders. This is evident in the Chinese approach to professional networking and the reluctance of the Japanese to criticise or insult institutions offline or online. Such respect for authority may also explain the high levels of trust placed by Asians in ‘owned’ media sources such as brand websites and sponsorships.
  • Media control. Governments across the region control newspapers and broadcasters to a greater extent than in the west, the result being that citizens and consumers turn to social media to circumnavigate the censors and express their experiences and views in a (mostly) unregulated environment.
  • Economics. While the middle-class is exploding across Asia, awareness and familiarity of brands still remains low. With many consumers still first-time buyers of bigger ticket products, they will tend to turn to people they know and trust – family members and work colleagues – for advice and recommendations, typically face-to-face.
  • Location. ‘Asia’ remains predominately rural, resulting in strong local offline and online ties and relationships. People continue to meet face-to-face, reinforcing such ties, which can then extended online as Internet and smartphone adoption extends to rural communities.

Nonetheless, as the Internet, social media, evolving consumer and human rights legislation and urbanisation fuel demands for greater transparency and accountability (eg. ChinaVietnamIndonesia) it will be interesting to see to what extent Asians’ trust in word of mouth continues to flourish going forward.

___________________________

About the Author

This article was produced by Charlie Pownall, a consultant, trainer and trouble-shooter who works with companies, organisations and individuals to understand, protect, manage and defend their reputations. Charlie Pownall has an interesting blog that with insights on communication, reputation and online reputation. See more.

Recently Published

Top Picks

Key Takeaways: Digital money is a form of currency that uses computer networks to make payments. It is not the digital nature of cryptocurrencies that differentiate them from digital money, but how they ensure the ownership of digital property that mark them as transformational. The Counter Currency Laboratory, a new initiative based in the Department […]
Key Takeaways: For many people, Buddhism appears to be uniquely compatible with modern lifestyles and world views. Buddhist mindfulness has influenced many schools of contemporary psychology. Buddhist philosophy embraces constant change and the inherent impermanence of all things. The 19th century Burmese monk Ledi Sayadawtravelled the nation teaching meditation and founding study groups. The forms […]
Key Takeaways: Elon Musk proposed a range of controversial changes to the Twitter platform. One of the ideas was to charge US$8 a month to obtain a verified status. The paid verification change has already been rolled out in several countries, including Australia, under the Twitter Blue subscription service. Musk’s proposal is not only misguided […]

Trending

I highly recommend reading the McKinsey Global Institute’s new report, “Reskilling China: Transforming The World’s Largest Workforce Into Lifelong Learners”, which focuses on the country’s biggest employment challenge, re-training its workforce and the adoption of practices such as lifelong learning to address the growing digital transformation of its productive fabric. How to transform the country […]

Join our Newsletter

Get our monthly recap with the latest news, articles and resources.

Latest Titles

Login

Welcome to Empirics

We are glad you have decided to join our mission of gathering the collective knowledge of Asia!
Join Empirics